The Opportunity
In 2016, the Adelaide Farmers’ Market engaged communikate et al to help promote the 10th anniversary of its Showground market.
The objectives were to:
- Engage the community
- Promote the positive news stories about the market’s successful history
- Showcase the activities at the market
- Encourage people to visit the market to celebrate the milestone
Our Approach
communikate et al developed a strategic integrated marketing communications campaign including designing a campaign branding badge which was applied to flyers, posters, an infographic (for media) and a video super.
The campaign was supported with an extensive publicity program.
We also developed a video and implemented a digital advertising strategy, driving people to the market’s website and Facebook page garnering significant organic engagement.
The Outcome
44 stories and event listings were achieved in September and October 2016 across print, television, radio and online media outlets.
The standout coverage included:
- A feature on SA Life TV, which reached an audience of 107,000 people
- An interview on ABC Radio Adelaide weekend program
Our video and digital advertising resulted in:
- 864 video views, reaching over 4,000 people
- 1,162 click-throughs to the website
- 36,199 people reached with advertisements promoting the market
- 1,849 new likes on the Facebook page
- 30,098 people reached with advertisements promoting the 10th anniversary events
The campaign helped attract an increase in visitors during the 10th anniversary month, with:
- A 39% increase in visitors attending the market on the main anniversary celebration weekend, the first weekend in October
- An overall average increase of 2% in attendance throughout the entire month, despite low attendance on 16 October due to extreme wet weather. Excluding this day, the average attendance rose by 11%
